Click on This Headline

OK, I stole the idea for this headline from Abbie Hoffman, author of "Steal This Book." But let's call it an homage instead of outright theft.

My headline was inspired by WFMU radio host Tom Scharpling, who was, in his show last night, making fun of headlines that are naked ploys to get you to click on them, such as "Why I Hate the San Antonio Spurs" or "Top 10 Reasons Why You Should Call Your Doctor Right Now." Scharpling also admitted to using the same tactics for his own online pieces.

The fact is, if you are a professional communicator, headlines are everything. Until the time comes when text finally fades away and we transmit ideas solely with still and video images, you'll need to study the past masters at the New York Post and the current masters at BuzzFeed and learn the craft of writing clickable headlines. Your job as a headline writer is to bypass cognitive thought and create an instant cause and effect between the reader's eyes and clicking finger.

Think beyond the literal headlines on press releases and blog posts. A tweet is a headline; so is a Facebook post. A subject line in an email is a headline. A meta description for a Web page that shows up in Google searches is a headline. A text message is most definitely a headline. And each of these headlines is battling millions upon millions of other headlines to win the almighty clicks.

The headline is the gateway to all digital communications, and if you can't write headlines that force people to click—almost against their will—then you're not really communicating.

- Steve Goldstein